As anticipated, Nielsen Audio has moved forward with the launch of continuous diary measurement — a move designed to provide advertisers and radio broadcasting companies with more reliable data based on what diarykeepers state on paper they are listening to when seeking audio entertainment and information.
On Tuesday (8/13) the first Continuous Diary Measurement (CDM) data delivery arrived for paying Nielsen Audio clients in five of the 46 markets converting to monthly reports, effective with the July 2019 survey.
The markets seeing the first CDM results today: Baton Rouge, Louisville, New Orleans, Oklahoma City and Puerto Rico.
Heavily bankrolling the CDM initiative at Nielsen Audio: iHeartMedia, which said in June it would support it in all four book markets. Also signing on for CDM are Midwest Communications, Tyler Media, QueenB Radio, Southern Stone Communications and Bahakel Communications.
As Nielsen Audio sees it, Continuous Diary Measurement “will also help reduce ‘bounce’ in the ratings with rolling samples designed to provide a more consistent and stable view of the market.”
Brian Kaminsky, President of Revenue and Data Operations at iHeartMedia, commented, “With monthly Nielsen ratings in these diary markets, radio is giving its advertisers the most timely and relevant information possible and will have more stable and actionable insights for how audiences are engaging with our content.”
Nielsen Audio Managing Director Brad Kelly was overflowing with excitement.
“This is a transformative day for the Audio advertising industry when, for the first time, clients in these 46 markets will be able to transact on data monthly,” he said. “There is no doubt that Continuous Diary Measurement is a big step forward for the audio industry. With CDM, very large advertisers that rely on Marketing Mix models will be able to use the most current data available to get a better read on how radio drives sales results — the ultimate measure of ‘attribution.’”
Also a fan of CDM is Jeff Warshaw, CEO of Connoisseur Media and Chair of the Nielsen Audio Advisory Council.
“Advertisers demand current data and Continuous Diary Measurement finally puts Radio on a level playing field with Digital and TV,” Warshaw said. “This upgrade in measurement is a terrific demonstration of the progress we can make when the industry comes together and works with Nielsen to improve the service for our clients.”
The July data for the balance of the 46 markets will deliver between August 14 and August 23. Effective with the launch of CDM, 94 Nielsen Audio metros will have monthly reporting (48 PPM markets and 46 CDM markets).
Following are the markets that will have CDM:
Akron, Albany-Schenectady-Troy, Albuquerque, Allentown-Bethlehem, Bakersfield, Baton Rouge, Birmingham, Buffalo-Niagara Falls, Charleston, SC, Chattanooga, Colorado Springs, Columbia, SC, Dayton, Des Moines, El Paso, Fresno, Ft. Myers-Naples, Grand Rapids, Greenville-New Bern-Jacksonville, Greenville-Spartanburg, Harrisburg-Lebanon- Carlisle, Honolulu, Huntsville, Jackson, MS, Knoxville, Little Rock, Louisville, Madison, Mobile, Monterey-Salinas- Santa Cruz, New Orleans, Oklahoma City, Omaha-Council Bluffs, Puerto Rico, Richmond, Rochester, NY, Shreveport, Spokane, Springfield, MA, Syracuse, Toledo, Tucson, Tulsa, Wichita, Wilkes Barre-Scranton, and York.
The survey period for the first monthly release of data covers April 25 to July 17, 2019 and the reports will be delivered between August 13 and August 23.